Saying the unsaid
In a slow growing category, with a string of failed communications campaigns, Maltesers was in a tough spot. When the Channel 4 Superhumans Wanted competition launched, the brand seized it as a catalyst to break free of its unlucky streak. It was a brave move. However, the entry’s daring and provocative representation of disability won Maltesers the competition, and was well received by the public. It created a 10% uplift in sales; got Maltesers an invitation to the House of Commons; and ultimately proved the business case for doing similar work in the future.